Reports suggest the projected bill for World Cup coverage has climbed beyond 1.7 billion baht.
That is a huge public spend in any football economy, let alone one still trying to build depth from the grassroots up. For governments, broadcast rights can be politically attractive: everybody sees the matches, everybody feels included. But visibility is not the same as progress.
Paradorn’s broader point is harder to dismiss. If the same money went into youth programmes, pitches, coaching and regional competitions, the return could last far beyond 11 June to 19 July.
Thailand has chased football growth for years, but the familiar problem remains: excitement at the top does not always filter down. A World Cup on television can inspire children. A decent local pitch, a trained coach and a functioning youth pathway can actually keep them in the game.
That does not mean the government has given up on securing coverage. Anutin Charnvirakul said it is making its “best effort” and coordinating “to the fullest extent possible” to explore solutions. That is the tightrope: deny fans live access and there is backlash; approve a huge bill and there will be equally sharp questions about priorities.
The next move matters. With the tournament fast approaching, Thailand appears to be weighing a short-term national moment against a longer football future. Whether it lands on broadcasts, grassroots spending or a compromise between the two will shape the next chapter of the sport in the country.